The answer: a horizon of opportunity and deep pocketed consumers. Learning English is a mega-trend, with onward academic study or overseas travel often a consequence of the rise in determined and competitive Chinese keen to become global citizens. As a result, education companies report mesmerising growth and, in some cases, interesting techniques. Peter Davis reports.

In 1995, the University of International Business and Economics (UIBE) in Beijing had 41 international students. In 2004, UIBE had around 1,000 international students and it now has 2,900 international students and rising. Peter Davis talks to staff at the university and reflects on a trend in China for building inbound international student traffic, via international partnerships and government scholarships.